Jamones DeMaría

CONCEPT / DESIGN

CHALLENGE

María José Rodríguez, founder of Jamones DeMaría, was seeking a new way to commercialize the highest and finest quality product that her family was selling for the last three generations.
She was looking for “an original idea, elegant and stylish; a new concept of Iberian ham as a gift, a result of three generations with the same passion: give its own shape and character to each product since 1905”.
The fundamental concept was “Ham as a gift”.

STRATEGY

The main target was women, and the product had to be positioned as a gift.

The brand image should escape and avoid the representation of a ham leg messing everything around and getting things dirty.

To do this, we understood that DeMaría’s hams should be something sexy, elegant, pretty, whose image transmitted the greatness of the product which ham actually is.
Thus, the brand identity was created based on a conception of ham as a luxury and glamorous product and sought a gourmet product association with the world of fashion and beauty. Kanlli elaborated a packaging that reminded sweet candy boxes and hatboxes, in which sliced iberian in vacuum packaging was covered with silk paper.
The web of sale of Iberian ham DeMaría gift was presented to the public with the launch of e-commerce site . The site was clean, clear and simple , We focused on user experience, to get the best conversion ratios, without neglecting elegant design.

RESULT

Our work for DeMaría received two important awards : Advertising creativity prize in “Luxury Advertising Awards 2014” and a Bonze “Best Pack Alimentaria” awards , in the category “Best Branding Packaging”. Both awards endorsed Kanlli as a creative and design agency.

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